1.4 Research ideas and methods iii

1.4.1 Research ideas iii

1.4.2 Research method iii

1.5 Literature review.............iv

2. Chapter two Marketing environmental analysis of Rose Dream Coffee iv

2.1 Macro environmental analysis iv

2.1.1 Political environment v

2.1.2 Economic environment v

2.1.3 Cultural environment v

2.1.4 Technical environment vi

2.2 Industry environmental analysis vii

2.2.1 Features of coffee industry vii

2.2.2 Profit analysis vii

2.2.3 The status analysis of coffee industry viii

2.2.4 The development trend for coffee industry x

3. Chapter three Internal resource and capacity analysis of Rose Dream Coffee x

3.1 The overview of Rose Dream Coffee xi

3.2 Analysis of industrial competition xi

3.2.1 analysis of the bargaining power of buyers xi

3.2.2 analysis of the bargaining power of suppliers xii

3.2.3 analysis of the threat of potential entrants xii

3.2.4 analysis of competitors xii

3.3 SWOT analysis of Rose Dream Coffee xiii

4. Chapter Four Formulation of marketing strategy system of Rose Dream Coffee xv

4.1 Establishment of target market xv

4.1.1 Market segmentation of Rose Dream Coffee xv

4.1.2 Market positioning of Rose Dream Coffee xvi

4.2 Analysis of the marketing strategy and the establishment of a complete marketing strategy system xvii

4.2.1 Pricing strategy xvii

4.2.2 Product strategy xvii

4.2.3 Personnel strategy xviii

4.2.4 User experience strategy xix

4.3 Innovation xix

4.3.1 Micro-blog marketing xix

4.3.2 WeChat marketing xx

5.Chapter Five Conclusion xx

6.Biliography xxi

The Research on the Marketing Strategy of Rose Dream Coffee

Chapter one Introduction

1.1 Research Background

Over the past ten years, due to the improvement of living standards, modern people’s pursuit of coffee has become more and more intense. It can be said that the coffee culture has gradually penetrated into the modern life. But compared with Europe and the United States, China's coffee consumption is still very low, so International Coffee Organization believes that China is the most potential coffee market. Beijing, Shanghai and Xiamen are the first-tier cities in terms of coffee consumption in China, while Xuzhou is relatively backward. Despite this, Xuzhou also has more than 200 large or small coffee shops in recent years. Rose Dream Coffee, the research subject of this thesis, which is located in Jiahe Street, was founded in 2012. It has always adhered to the concept that let coffee become a part of life. Nowadays, the competition in the coffee industry is becoming increasingly fierce, and the survival of the coffee shop also becomes very difficult. This article will study the existing marketing strategy of coffee shops, and develop a suitable marketing strategy system to help the coffee market in Xuzhou develop better.